“Why don’t they sell comics in Walmart? That would save comics.” is something you often hear bandied about in the comics hot stove league. And now Atlas Comics is coming back from the grave of deceased publishers to see if it’s true – or at least, whether collectibles based on the long vanished line will sell at the retailing giant.
The Atlas revival is led by Steven Paul of the SP Media Group. Paul has producing credits on things like the Ghost Rider movie and Ghost in the Shell, and many, many B movies. He joined in this venture by a rogues gallery including Scott Karol, President of SP Media Group/Atlas Comics; Jason Goodman, publisher and grandson of Atlas founder Martin Goodman, and Jeff Rovin, Atlas/Seaboard’s former editor-in-chief and writer of the best-selling Tom Clancy’s Op-Center novels.
It’s also backed by an exclusive partnership with Walmart to distribute merchandise, including a line of collectible action figures with Mego Toys, a line of apparel with Mad Engine (hm, no mention of selling the comics.) And of course, a live action film is in the works with Paramount Pictures, where SP Media is headquartered.
The line will debut at NYCC with a big splash: a 1,200-square-foot booth (2843) that will be sponsored by Walmart and showcase the collectibles along with signings by Rovin and Goodman, Mego Toys president Marty Abrams, comics legend Larry Hama, and Atlas/Seaboard’s assistant editor and writer Ric Meyers. Also attending: Oscar nominee Jon Voight, who is, we’re told, a big Atlas fan. (also a fan of other more controversial things.)
In perhaps the ultimate splash, however, Atlas and Walmart are sponsoring the free wifi at the Javits Center: I know because I saw this sign! For that, we thank them.
But just what are Voight and everyone fans of? Well, we’ll leave the long history lessons to the old timers, but Atlas/Seaboard is a company founded by Marvel founder Martin Goodman after he left Marvel. It flourished, if you can call it that, in the 70s. Even the Wikipedia page for Atlas/Seaboard reads like an outtake from Alex Segura’s Secret Identity. Atlas was the original name of a company that bridged the gap from Timely Comics to Marvel Comics, all founded by Goodman. Atlas/Seaboard refers to the 70s revival, which hired Stan Lee’s brother Larry Lieber to fill the Stan Lee role. The company was eventually foundered on the rocks of bad distribution (a common problem for newsstand comics in the 70s) and high page rates it paid to contributors like Neal Adams and Wally Wood. And the output was slim: a total of 23 comics titles and five comics magazines, none of which lasted more than four issues.
An obscure comics publisher mainly remembered by comics history buffs? Yes. And yet, the mantra of 2024 is that there shall be no scrap of IP unexploited and here we are. So let’s go to the press release:
“Walmart is excited to further enhance collectibles experiences in stores and online, connecting the comic book community with exclusive merchandise inspired by dynamic Atlas character designs for fans to fall in love with all over again,” said Frank Barbieri, vice president of content and digital at Walmart.
“Atlas/Seaboard has a treasure trove of fascinating characters and a deep history in the comic book world that we’re beyond excited to resurface,” said Paul. “The chance to carry on Martin Goodman’s legacy and share this experience at New York Comic Con is an honor for us all as we begin to inject our titles with new life for modern audiences.”
The lead title of the relaunch will be Devilina, “one of Atlas/Seaboard’s most popular characters.” As you might guess from the name, she has a devilish origin: the sister of Satan who must confront her demonic powers and banish her brother back to hell. A Devilina movie is in development.
Other titles to be relaunched: Phoenix, Grim Ghost, and Hands of the Dragon. And hopes are high.
“The dynamic characters and world-building behind Atlas/Seaboard dates back to the golden age of comics, crafted by some of the greatest creators of all time,” said Goodman. “We aim to honor their legacy and my grandfather’s vision to build a powerhouse source of content and innovation.”
“Having been an editor for major comic book publishers, it’s safe to say that it’s an absolute honor and thrilling moment to reintroduce Atlas/Seaboard to the world and to share this moment with fans at Comic-Con,” added Rovin. “The possibilities of what’s next for Atlas/Seaboard is exhilarating and something that I’ll be extremely proud to watch flourish for years to come.”
To kick off the flourishing: Voight will be at the Atlas/Seaboard booth on Friday and Saturday from 12:30 – 2 PM ET, and on Saturday will judge a costume contest for the best Devilina. The winner gets 4 limited edition Mego Toys action figures. And we will get yet another IP-based comics company.
English (US) · 